If we think about it logically, it’s probably been over 10 years since the last time you hurried to your local newspaper to stay updated with current events and world news. Nowadays, we can easily access our daily news on our smartphones, which have transformed into devices for creating media and gathering knowledge, rather than just tools for communication.
The old rulers of the media realm have lost their prominence and influence. Instead, platforms like Instagram, LinkedIn, Facebook, Twitter, YouTube, and others have emerged as the new dominant forces in the media landscape. Unlike traditional media, these channels offer opportunities for individuals to create and showcase their content. By putting in sufficient effort and enthusiasm, businesses can cultivate a loyal following and individuals can attain influential status.
If you are new to social media marketing, use this as your introduction to the subject. Here are steps you can follow to excel in social media within the professional cleaning industry.
Choose your platform
To increase awareness and expand your business, there are multiple social media platforms available. Below are a few essential ones to consider for the professional cleaning industry. Facebook is a must-have, as having a Facebook business page is the minimum requirement. While posting content on your page is free, advertising on Facebook requires spending money, making it a “pay-to-play” platform. The advantage is that Facebook advertising is highly effective and allows you to control your advertising expenses. You can also target your desired audience with great precision. Instagram, a lifestyle platform, is a popular place for individuals to share appealing and motivating photos, quotes, thoughts, and short videos. The real value on Instagram comes from creating daily videos that showcase your journey and experiences. By documenting your daily activities and providing tips and tricks, you can captivate your audience. YouTube is an excellent platform for training and educating others, positioning your brand as a thought leader in the professional cleaning industry. Whenever someone needs to learn how to fix their car, connect their PlayStation to the internet, post a video on Instagram, or strip a floor, they turn to YouTube. LinkedIn is a business-to-business social network that offers unparalleled prospecting opportunities. For the professional cleaning industry, using LinkedIn will yield the highest return on your investment of time and effort.
Tag other local businesses.
When you tag people in your posts, it often leads to increased visibility because the tagged individuals are likely to share it with their own audience. This is advantageous as it provides them with easy content. You can create a post and tag your acquaintances, such as electricians, painters, decorators, builders, using a positive message like “Local Business Friday!” To tag someone, you simply need to use the “@” symbol and enter their name after it (for instance, “@smartcarpetcleaning”).
Do not share your personal opinion
Your personal page is suitable for sharing this information, but it is not appropriate to share it on your business page. Sharing such content on your company page may create divisions among people and potentially result in a loss of customers. Visitors to your page are primarily interested in learning about your cleaning services and company, not expecting to encounter news articles or your personal opinions.
Do not share pictures of dirty water
Many companies make the mistake of posting images that display a dirty bucket of water during the cleaning process, believing it demonstrates the level of dirtiness before the cleaning. Nonetheless, these pictures do not effectively promote your business; instead, they create a connection between your company and filth. It is better to highlight the excellent outcomes you achieve. Opt for a “before/after” picture, which will yield better results.
Be authentic and don’t sell (yet)
Using social media solely for selling purposes often has a negative impact on a brand. In order to effectively engage with and establish profitable relationships on social platforms, deliberate strategies are required. Comparatively, social media is more analogous to fishing rather than hunting. Hunters aggressively seek out and conquer their targets, while fishermen patiently employ bait to attract potential customers. The more thought-provoking or captivating the content you share as bait, the more likely you will entice prospects. Instead of using a one-size-fits-all approach, your aim should be to create content tailored to individuals who meet specific criteria. Once you have identified the desired demographics such as age, gender, interests, job titles, and so on, you can proceed to develop content that resonates with them.
When considering your content, it is not necessary to use written words or high-quality videos exclusively. Sometimes, a basic picture can effectively convey a story to your potential customers. Additionally, you could also use a live video to demonstrate a thorough cleaning process in your kitchen, without worrying about perfect lighting, makeup, or formal attire. In today’s digital landscape, your audience is more interested in seeing genuine and real content rather than polished corporate messages. Authenticity is the key to satisfying people’s desires.
Using hashtags can help generate genuine discussions regarding shared interests. These interactions have the potential to connect you with new individuals, suppliers, and customers. A hashtag consists of the number sign (#) placed before a word or phrase. For example, hashtags like #janitorial, #professionalcleaning, and #AdonRigg exist. By using a hashtag, a link is automatically generated that directs the reader to other content featuring the same hashtag. Hashtags can be viewed as newsfeeds specifically designed for audiences interested in a particular subject. If you were to post a before-and-after photo of a clean floor accompanied by the hashtag #ShinyFloors, anyone who clicks on the hashtag will be taken to a feed containing content related to this hashtag.
Don’t be a spectator
Just like at a high-school dance where someone has to take the first step and ask a partner to dance, social selling also requires initiating a connection by engaging with your prospects. When someone likes or comments on your online content such as videos, blog posts, or pictures, it is important to respond. For instance, you can inquire about their favorite topic in the industry or simply keep the conversation going. If someone comments “Great picture!”, you can reply by sharing a bit more about the picture and asking if they have ever been to the place in question. It is not guaranteed that you will always receive a response when engaging with people, but when you do, consider it as the start of valuable marketing and sales relationships.
Make all roads lead to your website
To boost sales, ensure that all your content contains links leading to a landing page or a specific section of your website. It is important to avoid being overly assertive as your leads are not receptive to aggressive sales tactics at this stage. Instead, guide them towards a video, enticing them to provide their email address by offering them a complimentary item. This free gift should consist of valuable instructional material related to the professional cleaning industry, such as an e-book, a three-part video series, or an infographic outlining a five-step approach to achieving something. By collecting email addresses in exchange for the free gift, you can now place your potential prospects into a sales funnel. You should then automate all future email communication and content delivery to your prospects using a marketing automation tool. This tool will automatically send your content to your prospects, allowing you to set up your content schedule just once and avoid any further manual handling.